Jose Urrutia the brand founder of la Portegna will explain this month, how the internet has opened the doors to the “affordable luxury” concept.
In my opinion, this has happened due to two reasons: Internet, and China. The Internet is the greatest showroom of prices and movement of goods and information on a global scale. Uber, Cabify, Emov or car2go have disintegrated the perception of high-cost urban transport; with five clicks I can know the exact cost of going from one place to another.
Then you have China, the almighty colossus has flattened production costs. All cheap and innovative workshops are in China. Thus, brands like Uniqlo are capable of presenting excellent clothes with amazing prices. The mixture of innovation and production with Internet has massively increased the world supply of innovative new products and services.
What does this mean for consumers? First of all, cheap will remain cheap, and it will improve.. Companies like Zara, Airbnb and Uber will constantly deliver better quality and service.. This is why the difference between luxury and quality is dissipating and turning into a subtle form of affordable luxury. So, how do we differentiate between real luxury and affordable luxury? I believe, luxury is a timeless, experience that will accompany you for life. Ferrari or the Ritz Hotel in Paris are not just brands that involve an unforgettable quality experience, but cultural icons that are part of the history of world luxury. Luxury cannot just become a reference of excellency, but must deliver a sense of generational legacy.
"Luxury cannot become a reference of excellency, but must deliver a sense of generational legacy"
The Internet allows us to access a broader spectrum of experiences at a better price. We are no longer at the mercy of “luxury” brands. This is why I am in favor of the rise of affordable luxury. We can now access brands of extraordinary quality at competitive prices. This means a better life.